Abstract
The willingness to pay (WTP) plays a central role in directing appropriate policy regarding ambitious renewable energy targets. Based on this discrepancy, this study intends to investigate the willingness to pay (WTP) for Turkish citizens regarding green electricity by using a one-way analysis of variance (one-way ANOVA). The interviews were conducted comprising 2500 households in 12 major metropolitan cities of Turkey, which is based on the contingent valuation method and consists of 26 questions. The results indicate that for a 20% share of renewable energy, middle-income groups are willing to pay higher than lower and upper-income groups. Moreover, highly environmentally conscious people tend to pay more for a 20% share of green energy. On the other hand, high-income groups and old age groups indicated a positive and high willingness to pay for a 30% share of renewable energy (RE) sources. In addition, primary school and undergraduate educational groups recorded highly significant results for willingness to pay. The results also indicate that Turkish citizens are willing to pay 9.25 Turkish liras (TL) per month for a 20% share and 4.77 Turkish liras per month for a 30% share of renewable energy in total energy production.
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